Data connectivity in Nigeria is plagued by unstable power supply and rapid data exhaustion which severely impact how Nigerians work, learn, and connect. While Airtel’s new Smart Connect 5G/4G devices (enabled with new unlimited data and up to 6-hour battery backup) sort these issues, how do we launch and resonate with a population already overwhelmed with various national issues?

The most powerful way to challenge someone's limitations is to have that challenge come from someone who has overcome seemingly insurmountable odds. Rather than a conventional product-focused campaign, we centered the campaign around Farooq Oreagba, a cancer survivor whose journey from diagnosis to becoming the "King of Steeze" embodied the spirit of living limitless using his powerful personal story to demonstrate that with the right tools and mindset, “What’s holding you back?”

Brand Strategy
Communication Planning
Content Production Campar
Social Listening

Over 300,000+ devices sold in 30 days.